HUBUNGAN ANTARA DISKON DAN KUALITAS PELAYANAN DENGAN KEPUTUSAN PEMBELIAN INDOMARET GANDUL PADA WARGA KELURAHAN GANDUL KECAMATAN CINERE DI DEPOK

ANDRIANIH, NOVIA (2018) HUBUNGAN ANTARA DISKON DAN KUALITAS PELAYANAN DENGAN KEPUTUSAN PEMBELIAN INDOMARET GANDUL PADA WARGA KELURAHAN GANDUL KECAMATAN CINERE DI DEPOK. S1 thesis, Fakultas Ekonomi.

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Abstract

NOVIA ANDRIANIH. The Correlation between Discount and Quality of Service with Purchase Decision Indomaret Gandul on Citizen Gandul Village, Cinere Subdistrict in Depok. Thesis, Jakarta, Study Program of Business Education, Faculty of Economics, State University of Jakarta. This research was conducted at Gandul Village, Cinere Subdistrict in Depok, for six months since January 2018 until June 2018. The purpose of this research is to know the relationship between discount with purchase decision, relationship between service of quality with purchase decision as well as the relationship between discount and service of quality with purchase decision Indomaret Gandul on Residents Gandul Village, Cinere Subdistrict in Depok. The method used is survey method with correlational approach. The type of research is using descriptive research. While the technical analysis of this study using SPSS program version 22. The population in this study were all residents of Gandul Village of Cinere Subdistrict in Depok who made a purchase in Indomaret Gandul. The sampling technique used is a purposive sampling technique of 140 people. The hypothesis of this study indicate that: (a) The presence of a positive relationship between the discount to the purchase decision, the hypothesis is proven with value thitung (9,067)> ttabel (1,65613). (b) There is a positive relationship between quality of service with purchase decision, the hypothesis is proven with value thitung (6,771) > ttabel (1,65613). (c) There is a positive relationship between discount and quality of service with purchase decision, this hypothesis is proved by the value of double correlation and the value obtained Fhitung > Ftabel or 138,840 > 3,06. The multiple regression equation obtained is Ŷ = . The relationship between discount with purchase decision is obtained from the result of determination R2 of 0,559. And The relationship between quality of service with purchase decision is obtained from the result of determination R2 of 0,466. While the relationship between discount and quality of service with purchase decision is obtained from the result of determination R2 of 0,670. So the ability of variable discount to explain the purchase decision partial equal to 55,9% and the ability of variable quality of service to explain the purchase decision partial equal to 46,6%. And the ability of variable discount and quality of service to explain the purchase decision simultaneously equal to 67% while the rest influenced by other factors outside of discount and quality of service. Keywords: Discount, Service of Quality and Purchase Decision.

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